Marketing bán hàng - Chapter 2: Why innovate
What indicators suggest the idea may be the basis of a valuable and viable opportunity? What are the conditions that enable the opportunity to be successful? How might the future of the initial product or service change over time? How long (in terms of time) is the window of opportunity? How big is the opportunity?
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Copyright 2015 Jack M. Kaplan & Anthony C. WarrenGetting StartedPatterns of Entrepreneurship Management5th Edition, Chapter 2The Art of Innovation -Developing Ideas and Business Opportunities Idea toOpportunityEvaluating the OpportunityWhyInnovateCopyright 2015 Jack M. Kaplan & Anthony C. arrenPresentation Outline Idea toOpportunityEvaluating the OpportunityWhy Innovate Chapter 2Why Innovate?Macro-economic TrendsTypes of InnovationFrameworkFrameworks for InnovationMaking an Idea an OpportunityEvaluating the OpportunityQuestionsOpportunity CostsFrameworkCopyright 2015 Jack M. Kaplan & Anthony C. WarrenWhy Innovate?The Growth of the InternetShift to a Service EconomyReduction of International Trade BarriersInternational Free-Flows of CapitalRapid Technological ObsolescenceIdea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenTypes of InnovationThe S-Curve of InnovationDerivative vs. RadicalDisruptive Innovation - Candles to Incandescent LightingIncremental Innovation - Evolution of Designer CandlesIdea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Derivative Innovation givesIncremental ImprovementsTimePerformanceThe S-Curves with Incremental InnovationCopyright 2015 Jack M. Kaplan & Anthony C. WarrenDerivative InnovationIdea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2S-Curves for a Disruptive InnovationDisruptive InnovationLeads to Radical ChangesTimePerformanceTime to adopt radical innovation –before performance advantages.Disruptive InnovationIdea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenTimeCandlesIncandescent LampsDischarge LampsLED’s PerformanceWaves of Disruption in LightingNew Disruptive Technologies Changed the Lighting Industry Many Times – What’s Next?Idea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenCopyright 2015 Jack M. Kaplan & Anthony C. WarrenModels for InnovationAnalogs - LeafbustersIntersection of Technology Trends - Netflix and Streaming Video“Points of Pain” - SmartPakAnalysis of Existing Businesses - SuperFast PizzaIdea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. Warren Where Ideas for Opportunities Originate Idea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenConverting an Idea into an OpportunityWhat is an Opportunity?Identifying which business ideas have real commercial potential is one of the most difficult challenges that an entrepreneur will face. Seize the Opportunity Know what factors create opportunity out of an initial idea.Idea toOpportunityEvaluating the OpportunityWhyInnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenThe Five Phases to SuccessRecognize the Opportunity and ACTInvestigate the NeedDevelop the PlanDetermine the Resources NeededManage the BusinessIdea toOpportunityEvaluatingthe OpportunityWhyInnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenQuestions to Evaluate the Business OpportunityWhat indicators suggest the idea may be the basis of a valuable and viable opportunity?What are the conditions that enable the opportunity to be successful?How might the future of the initial product or service change over time?How long (in terms of time) is the window of opportunity?How big is the opportunity?Idea toOpportunityEvaluating the OpportunityWhyInnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenEvaluating the OpportunityDoes the OpportunityFill a need that customers will value?Show evidence of customer acceptance?Show that a substantial market exists now?Indicate that your solution is much better than the competition?Show a significant upside potential?Can be achieved with reasonable costs?Idea toOpportunityEvaluating the OpportunityWhyInnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. Warren Frameworks for Evaluating an Opportunity - 1 Idea toOpportunityEvaluating the OpportunityWhyInnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. Warren Frameworks for Evaluating an Opportunity – 2 Idea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenFrameworks for Evaluating an Opportunity - 3 Idea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2Copyright 2015 Jack M. Kaplan & Anthony C. WarrenFrameworks for Evaluating an Opportunity - 4 Idea toOpportunityEvaluating the OpportunityWhy InnovateChapter 2
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